The use of data in your marketing and operations simply makes for better decisions. By changing your organization's feelings on data, you foster a culture where strategy is no longer based on opinion or instinct.
13. @markfsimmons MixedDigital.com
Web Analytics: Advanced
Event Tracking: Advantages
Event tracking provides insight into the behavior of your
visitors by tracking the specific actions taken throughout
the site. This identifies opportunity to edit content,
provide additional content or implement technical
changes to impact user experience.
14. @markfsimmons MixedDigital.com
Web Analytics: Advanced
Event Tracking: Implementation
• Requires editing the analytics tracking code
• Google Tag Manager – simplifies
• Naming Convention
Category Action Label
White Papers Download [name of white paper]
Articles Download [name of article]
Brochures Download [name of brochure]
Support Literature Download [name of literature]
Video – [topical, bio, promotional] View [title]
High Value Links Click [destination]
15. @markfsimmons MixedDigital.com
Web Analytics: Advanced
Event Tracking: Assessment
• What is our most popular piece of downloadable content?
• How often do visitors click the subscribe button?
• What channel drives the most video views?
• What roles does social play in content consumption?
20. @markfsimmons MixedDigital.com
Web Analytics: Advanced
Multi-Channel Analysis: Custom Channel Groupings
• Standard channels
• Allow a deeper, customized view of your data
• Creating a custom channel
• Reporting
23. @markfsimmons MixedDigital.com
Web Analytics: Advanced
Advanced Segments: Definition
“Advanced segments allow you to isolate
and analyze subsets of sessions and
users to gain deeper insights.”
Tweetable!
26. @markfsimmons MixedDigital.com
Web Analytics: Advanced
Advanced Segments: Examples
• Users from the MidWest, whose revenue
exceeded $1,000 and sessions where the medium
was cpc
• Android users, coming from display ads, that
generated at least $100 in revenue
27. @markfsimmons MixedDigital.com
Web Analytics: Advanced
Content Grouping: Definition
“Content grouping lets you group content
into a logical structure based on how you
view your site or app.”
Tweetable!
31. @markfsimmons MixedDigital.com
Web Analytics: Advanced
Content Grouping: Implementation - Code Modification
Modify the code on each
page to identify the index
number and content group
to which the content
belongs
34. @markfsimmons MixedDigital.com
Case Studies
Lead Generation
• B2B company focused on workforce housing industry
• Used advanced segments to analyze visitor behavior
• Discovered visitors that consumed digital assets were
3x more likely to complete form and that repeat visitors
converted 50% more often
• Began increasing promotion of digital assets via paid
search, social media and on the site
• Successfully tested retargeting
• Increased leads ~25% within 6 months
35. @markfsimmons MixedDigital.com
Case Studies
E-Commerce
• E-commerce company selling essential oils and wellness
products
• Used content grouping, advanced segments and multi-channel
funnels to analyze performance
• Discovered that singles outperformed blends, women outspent
men 3 to 1 and that social media played a large role in first click
attribution
• Changed the way singles are merchandised and marketed,
launched a presence on Pinterest and targeted female-centric
sites, revamped the social strategy to better position the products.
• All together, sales increased ~250% over a 6 month timeframe